This iconic specialty clothing store has been re-imagined as a seven-story “townhouse” with a luxurious residential design that celebrates the heritage of its brand and locale with modern finishes. Renovating the building presented multiple challenges resulting in an innovative design solution that has enabled the retailer to increase its apparel offerings by 35 percent. Each floor in the townhouse is cast as a different “room.” This provides subtle, yet varied backdrops allowing each designer’s boutique to showcase its merchandise as the “star.” A new penthouse incorporates a “made-to-measure” service and lounge area with club chairs, a fireplace and full bar.